As a growing plastic surgery practice, capturing your local audience’s attention is no small feat, especially in today’s highly competitive market. However, the good news is that your plastic surgery practice can achieve significant growth and success for years to come with hyperlocal marketing. Even if your practice already has a steady flow of clients, hyperlocal marketing can take your business from average to exceptional with just a few key strategies.
To this end, hyperlocal plastic surgery marketing is an effective tool that can help distinguish your practice from others in the area while attracting new clients. If you are interested in taking your plastic surgery practice to the next level while avoiding ineffective growth strategies, hyperlocal marketing is for you. This article provides an in-depth look at hyperlocal plastic surgery marketing, how you can optimize your online presence and create content that resonates with your audience.
What Is Hyperlocal Marketing?
Simply put, hyperlocal marketing is a marketing strategy that focuses on a specific geographical area and its demographic. Hyperlocal marketing differs from traditional marketing practices in several ways. First and foremost, hyperlocal marketing offers a more “personal” touch than traditional marketing practices. It includes content that speaks to locals’ unique interests and culture, as opposed to cookie-cutter content that’s designed for a broader audience.
Moreover, hyperlocal marketing is geared toward what is called “near me” searches online — for example, “shoe store near me” or “plastic surgery practice near me.” Hyperlocal marketing helps businesses improve their ranking on search engines such as Google. In this way, hyperlocal marketing is designed to boost foot traffic at physical stores or businesses when locals search for a particular product or service online. In addition to improving in-store sales, hyperlocal marketing can also be used to improve brand awareness in a specific area.
Consider the following key strategies to maximize your plastic surgery practice’s success with hyperlocal plastic surgery marketing.
Create or Claim Your Google My Business Listing
The first step to gaining traction with your local audience is creating or claiming your Google My Business listing. If you’ve never heard of Google My Business, it’s a tool used to help potential customers locate businesses’ websites, contact information, hours and reviews. Google My Business is a crucial tool when it comes to staking your claim in the local plastic surgery market.
With its map integration, option to call the business, reviews and photos, Google My Business is a powerful tool in the digital marketing world. In fact, according to Forbes, 60% of smartphone users in a recent Google report contacted businesses directly through their Google My Business listing using the “click to call” option. With so many customers utilizing Google My Business to find their ideal product or service locally, there’s no doubt that it’s time for your plastic surgery practice to get on board by claiming or creating your own listing.
Make Your Business More Accessible
One of the cardinal rules of successful hyperlocal plastic surgery marketing is making yourself accessible to prospective customers. After all, even the most determined client will eventually stop trying to contact you if they can’t find your current contact information online. For this reason, be sure that your plastic surgery practice’s website URL, phone number, address and hours are clear and consistent across all platforms. Whether your prospective clients are using your Google My Business listing, website or social media, they should be able to locate your accurate contact information in no time.
Particularly when it comes to hyperlocal marketing, listing your practice’s correct address online is crucial. If your contact information isn’t easily accessible, Google may have trouble indexing your site and fail to list you as a suggestion for localized searches. You can list this information at the bottom of your website’s Home Page, as well as under a dedicated “Contact Us” tab. On social media, list contact information in your bio.
Optimize Your Website
Optimizing your practice’s website will also improve your hyperlocal plastic surgery marketing strategy. When it comes to attracting new clients, simplicity is the best policy. This universal truth applies to your website. Once you’ve managed to bring new prospects to your website, the last thing you want to do is confuse them. Opt for a minimalistic design with a pop of color that won’t distract from your content. The goal is to engage your audience, not to overstimulate them.
Chaotic webpages are a turn-off for new clients who are looking for fast solutions. Organize your internal pages under a few tabs that drop down to reveal your practice’s services, history and, of course, your contact information. If your practice has several locations, create dedicated location pages that offer contact and other practical details about each office.
Share Localized Content that Speaks to Your Audience
Another fantastic way to enhance your hyperlocal plastic surgery marketing strategy is to produce localized content that resonates with your audience. Show your audience that your community matters to you, whether it’s by manning a booth at a local 5k or gathering a team to volunteer locally. Consumers like interacting with businesses that they can relate to. If you create content that speaks to your local target audience’s interests, they are more likely to feel “seen” by you. This type of connection can boost your practice’s image and name recognition so that when local prospects decide to have plastic surgery, they come to you.
If you’re not sure where to start with your hyperlocal content, take a look at your city’s events calendar. You can write a blog post about an upcoming music festival or even show up at a local networking event. Getting your name out there is the first step to interacting with prospects, sharing your products and services, and, ultimately, boosting your revenue.
Vary the Types of Content You Share
Producing a variety of localized content is one way to show your audience that you’re no ordinary plastic surgery practice. You have a unique set of products and services to offer, and you can use a diverse range of content styles to showcase your practice. It’s not unusual to fall into a habit with content creation — two blogs a week and a few social media posts should do the trick, right? Wrong!
Your local target audience wants to interact with businesses that are vibrant, engaged and dynamic. To avoid monotonous, uninspiring posts, put a fun twist on your editorial calendar. Here are a few different content formats that are sure to get your target audience’s attention:
- Social media
By sharing a range of informative content in various forms, you are more likely to capture your local audience’s attention, making a name for your practice along the way.
In today’s increasingly interconnected world, a good recommendation can go a long way. In recent years, positive online reviews have become a highly valuable asset for plastic surgery professionals like you. In fact, the majority of consumers today read online reviews before making a buying decision. This makes gathering online reviews a crucial step in your hyperlocal plastic surgery marketing strategy. If your practice doesn’t have any reviews yet, don’t panic. It may seem awkward at first, but the best way to get reviews is simply to ask for them. Particularly with regular clients, don’t be afraid to ask them to leave a review for your practice online. More likely than not, they will be happy to help you out — and a glowing review could mean several new clients for you.
You can even turn negative reviews into an opportunity to shine. Reply to the disgruntled customer as quickly as possible, calmly apologizing for their grievance and making amends in any way possible. You might invite them to visit your practice for a free service or immediately rectify a billing error, to name a few examples. When it comes to enhancing your plastic surgery practice’s local success, customer reviews are guaranteed to make a significant impact.
Boost Your Hyperlocal Marketing Impact With Surefire Local
Last but certainly not least, partnering with an experienced hyperlocal marketing partner can take your plastic surgery practice to the next level. Surefire Local is dedicated to helping businesses just like yours achieve simplified online marketing that boosts profits and attracts lifetime customers. With the help of the Surefire Local Marketing Platform, your business can enjoy a streamlined online presence that enhances your local impact.
Surefire Local can offer you valuable insight into your practice’s search engine rankings, advertisements, website design and Google My Business listing. In fact, our knowledgeable team is specialized in helping practices like yours attain a high level of success with hyperlocal plastic surgery marketing techniques. To learn more about how Surefire can revamp your hyperlocal marketing strategy, call 866-465-9080 or connect with our proactive team today.